May 2012 - Web Trends for Marketing Professionals

Web Trends for Marketing
Professionals
May 30, 2012, Jerusalem
By: Miriam Schwab
Follow us: facebook.com/illuminea

Follow me! @miriamschwab

Who am I?

• Friendly CEO of illuminea, one of Israel’s
leading WordPress development agencies.
• Providing SEO and social media marketing
services
• Speaker at dozens of conferences, including
Affilicon, Megaconn, Sphinncon, and SMX
• Serves on Steering Board of Digital Eve
Israel, one of Israel’s largest communities of
professional women.


Google+ Hangouts!


Features
• Live streams
• Can edit once complete
• Can’t connect Hangout to company
YouTube account – connected to
admin’s account
• To increase your YouTube video time
limit, verify your account:
https://www.youtube.com/my_videos_
upload_verify

How’s Google+ doing?
• 64 of the top 100 global brands named by
Interbrand in 2011 have Google+ pages
• 22 brands have been added to circles by
more than 100,000 users
• Pizza Hut, Visa and Heineken: created
pages but haven't posted anything
• ComScore: average Google+ user spends
3 minutes/month, compared to 405
minutes for Facebook users


Google Surveys


Google Surveys
• $0.10 per response (for a general
survey) or $0.50 per response for a
demographically targeted survey
• Embedded on Google network sites
• Google will pay the web publisher a
commission each time a visitor
completes the survey


Google launches Knowledge
Graph


Social signals and SEO
• Social signals as an authority measure
• Using social for SERP personalization
– Social Signals: This Changes
Everything, Distilled


Post-penguin link building
• Stick with target sites
• Less automated
• Quality over quantity – maybe
• Less exact match anchor texts, more
natural texts, like “read more”


Penguin 1.1 released
• On May 26, 2012
• Called a “data refresh”
• Impacts less than one-tenth of a
percent of English-language searches


New Google Analytics Backlink
Report – social or SEO?
• Go to Traffic Sources > Social > Pages
• Click on the Activity Stream Tab:

• Click on Events:


Updated fb ad creator
• Don’t choose ad type, choose
Destination –
Page, Place, App, Event, URL
• Then choose Objective: like my page
(CPM pricing), click on my ad/story
(CPC).
• Precise Interests and Broad Categories
• Page promotion: specific page, or post


Are Google ads better than FB?
Google Facebook
CTR (avg. 0.1%) 0.4% 0.051%
Reach (internet 90% 51%
users)
CPC $0.80 $0.75

Source: WordStream Study


Post on topics related to, but not
about, your brand (duh)
• Posts were divided into three types of
content to determine which drove the
most user engagement.
• Overall, posts related to the brand but
not about specific products or services
entice more users to Like, Share, or
otherwise engage.
Source: Facebook Studio study


New FB Stats for apps
• Had info on: number of stories
published from apps, the different
channels used and their associated
click through rates.
• Now you can know how many
individual users performed the above
actions
• Auth dialog user
views, acceptances, and conversions


FB used most for social logins
• Facebook accounted for 45% of social
logins in the first quarter of 2012
• Followed by Google with 31%
• Reason: ecommerce sites want to
leverage fb’s social graph

Social profile data that can be
accessed

Play games in fb news feed
• Called “Feed Gaming”
• Example use cases:
– Compete with friends
– Rewarding engagement
– Track performance


Star your friends in fb
• New feature called “Close Friends” list
• So you won’t miss their updates
• Based on work, home, school, family


Facebook Success Stories


Facebook Marketing Classroom


Facebook releases Instagram
Clone
• Only for iOS
• Like Instagram, but not as good


FB social readers are collapsing
• Woohoo!


FB adds file sharing to Groups


Facebook launches App Store


About So.cl
• Was first tested on students last year
• Combines search and sharing for
research purposes
• Bookmarklet for sharing pages
• Users can create boards
• Video Parties
• Not meant to replace other networks


New Twitter emails
• New weekly digest – shared stories,
people that shared the stories
• Most engaging tweets seen by the
people you follow…not by you!
• Rolling out over next few weeks
• New follower email – new design,
same data


New Design for Twitter Discover
Tab
• Direct input from users’ personal
networks.
• Shows who tweeted about particular
stories.
• “View Tweets“ - on any story to see
popular Tweets from your network or
recent, relevant Tweets directly below
the story summary.


YouTube turns 7!
• 72 hours of video is being uploaded to
the site every minute – last year was 48
hours
• Watching few videos, but longer
videos and spending more time on site


YouTube Merch Store expands
• Now can sell CafePress stuff
• A new tab will be added to the
channel called Store

Pinterest: Attribution and Easy
Sharing with Flickr
• a Pinterest button in the Flickr share
menu to easily pin everything that you
can share via Flickr
• Attribution appears below the pin’s
description and provides a permanent
link to the work, its author, and where
they host their content.


Pin to Pinterest from Email
<a
href="http://pinterest.com/pin/create/butto
n/?url=[1]&media=[2]&description
=[3]">Pin this on Pinterest</a>
Using the snippet above, marketers can
specify:
• the “pinned from” url
• the URL of the shared image (doesn’t have
to be the exact image in the email)
• suggested description of the pinned
image


Pinterest Tops Facebook In
Social Commerce
• 10% of website transactions via Pinterest, vs
7% from Facebook.
• 87% of consumers visiting via Pinterest were
first-timers, vs 57% from Facebook.
• On average, per transaction, Pinterest
sums more than doubled Facebook.
• Pinterest has a 43% higher bounce rate
than Facebook (average time spent on
Pinterest was found to be 14.2 minutes).


May 28 – WP’s bday

Credit: WordPress is nine years old today, WPCandy


Autopost images from WP to
Pinterest
• WP Pinner plugin
• Select default Pinterest board
• Choose whether or not to enable WP
Pinner on posts and pages
• Choose whether or not to auto-post to
Pinterest
• Can’t post videos
• Analytics in WP: how many clicked through
to WordPress, how many likes, repins

Guide to WordPress SEO

Are You Setting Up WordPress For SEO Success? - SEOmoz


Instant biz verification on
Foursquare
• Can instantly verify a business on
Foursquare
• For a fee - $10


More than a third of consumers
read email on mobile
• Over half of all emails are read on
mobile devices by 18-34 year olds
• 2/3 act on mobile emails with most
(42%) clicking through to a website or
making a purchase (30%).
• 38% of those who read emails on
mobile did because subject line
sounded interesting
• 42% complain of too much scrolling

NEWS & TIPS


LinkedIn buys Slideshare Chrome most used browser
• for $119 million • Beating IE! Woohoo!


Pakistan Blocks Twitter,
Citing ‘Blasphemy’ Women Are More Social
• Because of mention of • Nielson's latest State of
a contest held in 2010 The Media (PDF) report
asking people to draw shows that women are
images of the Prophet 8 percent more likely
Muhammad than men to create or
• Ban was later lifted update their own
personal blog


Google Sued Over 'Jewish'
Search Suggestions
• French anti-discrimination organizations
suing Google for "unsolicited and
systematic associations between famous
people and their Jewishness" in auto-
complete
• Ex: Rupert Murdoch Jewish
• Google is allegedly violating a French
constitutional law against compiling files
on people that refer to their ethnicity


Source: Citi, LinkedIn Form Network for Professional Women Targets
key demo group for Citi

Israeli military to keep tabs on
Facebook, Twitter
• New military-run internet information
monitoring system
• The system will also monitor blogs and
traditional news sites


More info: WordPress, Reddit, Cheezburger and Others Join New
Internet Defense League

illuminea
http://illuminea.com ▪ http://wpgarage.com
@miriamschwab ▪ http://facebook.com/miriamschwab
Slides available at http://illum.in/ourpresentations

THANKS!


May 2012 - Web Trends for Marketing Professionals

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